GITNUX MARKETDATA REPORT 2024

Brand Safety Statistics: Market Report & Data

Highlights: The Most Important Brand Safety Statistics

  • As per a recent survey, 70% of advertisers polled said that brand safety incidents impacted their campaigns.
  • Nearly 65% of US digital ad buyers believe that User Generated Content on platforms poses a risk to brand safety.
  • 48% of brand representatives admit they worry about brand safety.
  • Study shows that brands with significant safety issues saw an 8% drop in their stock prices.
  • UK companies plan to spend more than 50% of their digital budgets to ensure brand safety.
  • 11% of display ad impressions in 2020 were found to be in a non-brand safe environment.
  • The cost of ad misplacement due to brand safety at a global scale can be as high as $237 billion.
  • 61% of survey respondents said they wouldn't buy from a brand if they saw the brand's ads near questionable content.
  • In 2019, worldwide advertising dollars wasted due to a lack of brand safety were estimated at $14.8 billion.
  • 67% of brands believe that they are taking a serious financial risk by not addressing brand safety online.
  • Hacktivist and cyber-criminal activity affecting brand safety rose 93% in 2020.
  • 90% of marketing and advertising professionals believe that brand safety poses a significant risk to their business.
  • 37% of brands have experienced a brand safety issue.
  • On average, brands are losing 20% of their ad spend on non-viewable ads which includes not being displayed in a brand-safe environment.
  • 58% of consumers said they would stop purchasing from a brand if they saw its ad next to unsafe content.
  • 26% of brand representatives believe that social media platforms are doing enough to protect brand safety.
  • 45% of marketers increased their budget for brand safety in 2020.
  • 26% of marketers would call out competitors for brand safety breaches.
  • 87% of businesses have reduced their ad spend on platforms that can't guarantee brand safety.

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In today’s digital marketing landscape, brand safety has risen to become a pivotal concern for businesses. The data and insights drawn from brand safety statistics provide invaluable strategies for businesses looking to protect their image and reputation within online platforms. This blog post delves into the fascinating world of brand safety statistics, exploring quantifiable trends, potential risks, the impact of unsafe brand exposure, and the solutions helping brands navigate this complex digital terrain. Join us as we decipher these statistics, helping you understand and enhance your brand’s safety in the ever-evolving digital marketplace.

The Latest Brand Safety Statistics Unveiled

As per a recent survey, 70% of advertisers polled said that brand safety incidents impacted their campaigns.

In the grand arena of advertising and branding, the aforementioned statistic of 70% becomes a noteworthy beacon of illumination. It underscores the significance of brand safety within advertiser’s campaigns, signaling its impact on a majority of them, according to a recent survey. This revelation emphasizes a critical reality – advertisers find their crafting and implementation of campaigns rocked by incidents threatening brand safety. Hence, the control and management of these incidents become crucial, giving birth to strategies that ensure brand safety. This numerical piece of data acts as a vital cornerstone that supports the blog post on Brand Safety Statistics by painting a picture with real-life impact and bolstering the importance of navigating safely in the advertising world.

Nearly 65% of US digital ad buyers believe that User Generated Content on platforms poses a risk to brand safety.

In the realm of brand safety statistics, the statistic revealing that approximately 65% of U.S. digital ad buyers perceive user-generated content on platforms as a potential risk presents a powerful insight. It signifies an evident tension in the ongoing battle for brand safety in digital advertising. As brands increasingly recognize the power of user-generated content to boost authenticity and engagement, this statistic underlines their simultaneous fears over potential negative ramifications, including reputational damage and unfavorable associations. Therefore, it goes a long way in illuminating the complexities of navigating the digital ad landscape securely and effectively — an integral part of any conversation around brand safety.

48% of brand representatives admit they worry about brand safety.

Diving into the realm of brand safety statistics, one cannot overlook the striking revelation that almost half of brand representatives (48%) confess to harboring concerns about brand safety. This figure serves as an unequivocal echo of the growing realm of digital uncertainty and signifies the uphill battle brands face to protect their reputation. Within the canvas of a blog post about Brand Safety Statistics, this fact amplifies the necessity for more robust protective strategies and mechanisms to ease these concerns and ultimately enhance brand integrity in a vulnerable digital landscape.

Study shows that brands with significant safety issues saw an 8% drop in their stock prices.

Navigating the turbulent seas of the stock market, investors often search for reliable indicators to steady their course: enter brand safety issues. With brands facing significant safety concerns, an 8% dip in their stock prices is observed as per one study. This sheds light on the intimate tango between brand safety and stock performance, underscoring brand safety issues as a potential red flag for investors. In a blog post about Brand Safety Statistics, this fact weaves a dramatic storyline showcasing the real-world consequences of safety oversights, casting a clarifying light onto the crucial role of safety in a brand’s market value journey. It taps on the stock market’s pulse, delivering a potent reminder that when a brand’s safety game falters, the financial dominoes might just begin to topple.

UK companies plan to spend more than 50% of their digital budgets to ensure brand safety.

The statistic indicating that UK companies plan to spend over half of their digital budgets on brand safety underlines a powerful trend emerging in the digital landscape. This shift foregrounds the escalating concern amongst organizations about their online identity and reputation. Essentially, it captures the urgency and the weight assigned to maintaining integrity, building trust and averting digital threats such as false advertisement, harmful content and unauthorized data use. As such, this statistic serves as a bold testament to the growing economic and strategic value companies are placing on digital defense to protect their brand credibility in today’s turbulent online sphere.

11% of display ad impressions in 2020 were found to be in a non-brand safe environment.

In a world where brand image is pivotal, the reality that 11% of display ad impressions in 2020 resided in a non-brand safe environment serves as a wake-up call to marketers. This data spotlights the hazards of complacency in ensuring brand safety, hinting at the potential tarnishing of brand reputation and loss of consumer trust that can occur when ads are displayed alongside inappropriate or harmful content. In the context of a blog post about Brand Safety Statistics, this figure underscores the pressing imperative for enacting stringent brand protection measures, adding a sense of urgency to the discussion.

The cost of ad misplacement due to brand safety at a global scale can be as high as $237 billion.

Drilling down into the nerve-racking havoc wreaked by ad misplacement, the staggering figure of a global cost as high as $237 billion illuminates the monumental implications of inadequacies in brand safety. This electrifying stat, spotlighted against the backdrop of a blog post on Brand Safety Statistics, clearly underscores the urgency and economic necessity for businesses to rigorously implement rigorous and fail-safe brand safety measures. It serves as a stark reminder of the grim financial fallout of not only tarnished brand image and compromised customer trust, but, more pressingly, the consequential erosion of advertisers’ return on investment and companies’ bottom lines.

61% of survey respondents said they wouldn’t buy from a brand if they saw the brand’s ads near questionable content.

In the kaleidoscope of brand safety statistics, the finding that 61% of survey respondents would refrain from purchasing from brands that position their ads alongside questionable content serves as a clarion call for advertisers. It spotlights the seismic shift in consumer behavior towards prioritizing integrity and credibility in branding. Gone are the days where sales were purely driven by product quality; today’s savvy consumers expect ethically sound business practices resonating with their values. Any perceived affiliation with objectionable content, thus, could dramatically dampen the demand for a brand, underscoring the paramount significance of effective online ad placement.

In 2019, worldwide advertising dollars wasted due to a lack of brand safety were estimated at $14.8 billion.

Exposing the immense cost of overlooking brand safety, the statistic highlights a whopping $14.8 billion lost globally in advertising money during 2019. It dramatically underscores the gravity of the issue and the urgent need for advertisers to prioritize brand safety strategies. In the context of a blog post about Brand Safety Statistics, this forms a compelling argument, triggering an understanding of the heavy financial blow a lackadaisical approach to brand safety could inflict. Additionally, it sets a quantifiable benchmark for understanding the potential consequences of risks involved, making it a powerful tool for advocating awareness and precaution in the advertising sector.

67% of brands believe that they are taking a serious financial risk by not addressing brand safety online.

In the digital labyrinth where brands vie for consumer attention, the aforementioned statistic provides a stark revelation underscoring the significance of brand safety online. It points out that nearly two-thirds of brands perceive a considerable financial gamble in neglecting the issue, demonstrating the correlation between solid online brand safety measures and financial stability. This fact imparts an urgent perspective in our blog post on Brand Safety Statistics, illustrating the extent to which organizations acknowledge the tight ropes walked when they leave their brand’s online integrity unchecked. It is a wake-up call catapulting brand safety from a moral debate to a critical business consideration, urging firms worldwide to reinforce online brand protection or brace their coffers for potential losses.

Hacktivist and cyber-criminal activity affecting brand safety rose 93% in 2020.

Undeniably, the alarmingly escalated 93% rise in hacktivist and cyber-criminal activities impacting brand safety in 2020, as documented in recent statistics, underscores the growing urgency and gravity of this issue in a technologically-driven marketplace. Expanding threats to digital cybersecurity nefarious display the increasing vulnerabilities of brands online, potentially wreaking havoc on a brand’s reputation, customer trust, and ultimately, the bottom line. Such a potent statistic punctuates the essential need for enhanced security and risk management procedures and highlights the relevance of our ongoing discussions about brand safety in a digitally-dominated landscape.

90% of marketing and advertising professionals believe that brand safety poses a significant risk to their business.

Highlighting that a monumental 90% of advertising and marketing professionals perceive brand safety as a major threat encapsulates its gravity in today’s business landscape. Taking center stage in a blog post about Brand Safety Statistics, this data point underscores the growing consciousness and concern within the industry around brand reputation and integrity. It compellingly demonstrates that the turmoil resulting from mishaps in brand safety can potentially lead to detrimental business fallouts, ultimately fueling the necessity for vigilance and proactive strategies. This statistic truly substantiates the urgency, relevance, and impact of brand safety, providing a resonant wake-up call to businesses lagging in this regard.

37% of brands have experienced a brand safety issue.

Delving into the realm of brand safety highlights why this often overlooked facet of business management deserves attention, as 37% of brands have grappled with brand safety issues. In a dynamic and globally interconnected marketplace, this striking figure points towards the critical element of protecting a brand’s reputation, identity and value against potential threats. Revealing a need for comprehensive strategies and tools to shield companies from harmful associations, damaging content or deceptive practices, this statistic acts as a wake-up call in a blog post about Brand Safety Statistics, emphasising its pressing relevance in today’s business ecosystem.

On average, brands are losing 20% of their ad spend on non-viewable ads which includes not being displayed in a brand-safe environment.

Delving into the realm of brand safety statistics, it’s crucial to acknowledge a striking revelation: brands are squandering a fifth of their ad spend on non-viewable ads, encompassing those which fail to display in a brand-safe environment. This unsettling peculiarity not only manifests the existent loopholes in current ad-placement strategies, leading to wastage of valuable resources, but also stresses upon the potential harm mismanaged brand-image might inflict upon the overall perception of the brand. Consequently, this casts an imperative call for brands to reevaluate and fortify their brand safety methods, to ensure their reputation remains untarnished and their investments yield deserving returns.

58% of consumers said they would stop purchasing from a brand if they saw its ad next to unsafe content.

In the realm of brand safety statistics, the aforementioned figure provides a stark wake-up call to marketers and brand strategists. It emphatically underscores that a whopping 58% of consumers are prone to cease patronage of a brand if its advertisement is found in the vicinity of inappropriate or risky content. This goes to show the massive impetus companies should put on ensuring brand safety. Misplacement of ads does not only result in wasted marketing dollars but can also lead to significant reputation damage and loss of consumer trust, eventually pulling down sales. This statistic therefore also underscores the increasing importance of ethical marketing and consumer perception in the digital era.

26% of brand representatives believe that social media platforms are doing enough to protect brand safety.

Highlighting the fact that a mere 26% of brand representatives feel that social media platforms sufficiently ensure brand safety underscores the urgency for comprehensive digitally adept safeguard mechanisms. In a blog post discussing Brand Safety Statistics, this data would serve as an eye-opening revelation, pointing towards the potential vulnerabilities and risks brands frequently grapple with on social media. The existence of a significant majority – an implied 74% – who express dissatisfaction with the commitment of social platforms to brand safety, essentially amplifies the growing need for reform. The data marks a call to arms for both social media entities and brand representatives to prioritize secure digital spaces and fortify their measures against threats to brand reputation, consumer trust, and data security.

45% of marketers increased their budget for brand safety in 2020.

Highlighting the statistic that ‘45% of marketers increased their budget for brand safety in 2020’ serves as a crucial insight into evolving marketing trends for the blog post readers. This quantitative evidence underscores the growing importance that organizations are attaching to brand safety, reinforcing its relevance in successful marketing strategies. It also implies a sharp shift in marketing priorities, driven by the dynamic digital landscape and its associated risks, challenging marketers to invest more resources in safeguarding their brand’s online presence. Hence, this statistic is critical to realize and understand the contemporary significance of brand safety for businesses, that the post aims to elucidate.

26% of marketers would call out competitors for brand safety breaches.

Imagine a poker game where more than a quarter of the players were willing to blow the whistle on their opponents for bending the rules. In the world of marketing, this is exactly what’s happening. Brand safety breaches, which can harm a brand’s reputation or even violate user privacy, have become a serious issue – so much so that 26% of marketers are ready to call out their rivals over infractions. This figure underscores the importance marketers place on brand safety, pointing to a diligence and commitment to ethical business practices that shapes the industry’s norms and standards. It also highlights the level of vigilance necessary in the digital marketing arena, where brand safety is a stake that’s often on the line.

87% of businesses have reduced their ad spend on platforms that can’t guarantee brand safety.

Navigating the fascinating landscape of brand safety statistics, we encounter the fact that a whopping 87% of businesses have scaled back their ad expenditure on platforms that fall short in assuring brand safety. This information highlights anxiously the critical importance of brand safety and the monumental impact it can have on marketing strategies and budgets. An impressionable number of businesses are not willing to risk their brand reputation on platforms without a safety net, underscoring that a strong commitment to brand safety can essentially act as a powerful magnet for attracting advertising revenue. The shift in ad spend should serve as a loud wakeup call to platforms on the urgency to establish and communicate secure brand environments. As this wave continues to swell, it’s evident that the ecosystem will increasingly reward those who take brand safety to heart and punish those who do not.

Conclusion

Understanding and integrating brand safety measures is crucial for businesses as the data conclusively highlights the significant impact on brand health and consumer perception. The study’s brand safety statistics cement the fact that online reputation can be greatly affected by unsafe brand exposure, leading to potential loss of customer trust and direct implications on revenue. Implementing robust brand safety strategies thus becomes critical in maintaining brand authenticity and customer loyalty, paving the pathway for sustainable success in the digital space.

References

0. – https://www.www.marketingweek.com

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2. – https://www.www.cheq.ai

3. – https://www.www.adweek.com

4. – https://www.www.forbes.com

5. – https://www.digiday.com

6. – https://www.www.mediatel.co.uk

7. – https://www.www.warc.com

8. – https://www.www.statista.com

9. – https://www.www.ipgmediabrands.com

10. – https://www.www.campaignlive.co.uk

11. – https://www.www.relevance.com

12. – https://www.www.inma.org

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FAQs

What is brand safety?

Brand safety refers to strategies and measures that ensure an advertisement or a brand's content isn't shown in a context that can damage the brand's reputation. It usually involves using technologies or tactics to prevent ads from appearing near risky or inappropriate content.

Why is brand safety important?

Brand safety is critical to maintain the positive image of a business. It helps to protect a brand's reputation and enhances its public trust. If a brand's advertisement is seen next to controversial or inappropriate content, it could potentially harm the brand's image and lead to loss of customer trust.

What are some strategies a company can adopt to enhance brand safety?

Some strategies include using programmatic tools that allow more control over where their ads are being placed, using keyword blocking, adjusting the ad placement settings in the ad platforms to avoid certain categories of content, and working with reliable partners or ad networks that are committed to brand safety.

How can a brand monitor their brand safety?

Brands can use several tools and services to monitor brand safety. These may include using content verification tools, brand safety vendors, and manually monitoring where their ads appear. Furthermore, leveraging artificial intelligence and machine learning can help in real-time assessment and blocking of unsafe content.

Can a company ever be 100% safe regarding brand safety?

While various measures can be taken to improve brand safety, it's challenging to guarantee 100% safety given dynamic online environments and continuing evolution of methods to bypass security measures. Yet, the combination of preventative strategies, aggressive monitoring, and prompt response to potential issues can significantly mitigate risks associated with brand safety.

How we write our statistic reports:

We have not conducted any studies ourselves. Our article provides a summary of all the statistics and studies available at the time of writing. We are solely presenting a summary, not expressing our own opinion. We have collected all statistics within our internal database. In some cases, we use Artificial Intelligence for formulating the statistics. The articles are updated regularly.

See our Editorial Process.

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